The Effectof YieldManagement StrategiesonCustomerRetention:TheMediatingRoleof Customers’Perceptionof Fairnessin5-starHotelsinEthiopia
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Date
2020-06
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A.A.U
Abstract
Yield Management strategies:dynamicpricing,capacity management, price
discriminationanddurationcontrolare usedinhighratedhotelstooptimizeroom
occupancyandinturnprofitability.These rategieswereexaminedextensivelyif they hadeffectoncustomer retentionviathecustomers’perceptionof irness.Customers’perceivedfairnesstowardsyieldmanagementhadbeengiven littleattention;thus,this study examined its mediating effectbetween yield managementstrategies andcustomer etention.Thisstudyadoptedquantitativeresearchapproachfortheinvestigationthrough questionnairesofvalidmeasureandinterviewswithmanagersof5-starhotelsinEthiopia andtheircorresponding stomers.Thisstudyutilizedsimpleandmultipleregression
researchanalysistechniquesandPROCESSmacroforSPSSandpresentsfindingsinthe topic.Andtheresearchfindingsreveal thattheapplicationoftheaboveyield
managementstrategieshassignificanteffectoncustomerretention viacustomer’s perceived fairness.Managers’ decision makingand theirflexibility in the application of heyieldmanagementstrategieswasalsofoundtobeindispensableinmaintaininglasting lationshipswiththeircustomers.Customers’perceivedfairnessfullymediatesduration controlandcustomerretention.Andrecommendationsweremadeforhotelstorationallyintegratetheiryieldmanagement strategieswithcustomerrelationshipmanagement
Description
AThesisSubmittedtoAddisAbabaUniversityCollegeofBusinessand
Economics,GraduateStudiesinPartialFulfillmentoftheRequirements
fortheDegreeofMasterofBusinessAdministration,Specializationin
Management
Keywords
CapacityManagement, Dynamic Pricing, Duration Control, PriceDiscrimination